Once advertising students have assimilated a basic knowledge of visual principles, they can move on to more advanced working methods-the ones that garner awards as well as customers. This program shows how to attract a reader's attention with the layout concepts commonly known as picture window, silhouette, square zero, Mondrian, closure, oversizing, juxtaposition, surrealism, and shock. Examples show how graphic designers direct attention within an ad by using various compositional techniques-such as diagonal, standard, "C," "Z," overlapping, and spatial progression. The video concludes with a section on the importance and practical use of headlines and sub-headlines.